AI tools can generate stories, images, and even short films with just a simple prompt. However, according to Flora founder and CEO Weber Wong, most of these tools are designed by non-creatives for non-creatives, offering only the illusion of creativity rather than genuine artistic control.

Wong aims to change that with Flora, a newly launched startup dedicated to building AI-powered tools tailored for creative professionals. This week, Flora debuted alongside a bold manifesto that rejects the idea of AI creative tools as mere generators of uninspired content. Instead, it envisions Flora as a powerful instrument capable of fundamentally reshaping the creative process.

Unlike existing AI tools that prioritize ease of creation at the expense of control, or traditional design software that offers control but remains complex and time-consuming, Flora seeks to bridge the gap. Rather than developing its own generative AI models, the startup provides an “infinite canvas,” a dynamic visual workspace that integrates with existing AI models. This interface allows users to generate and manipulate text, images, and videos in a more intuitive and interactive manner.

“The model doesn’t matter, the technology doesn’t matter—it’s all about the interface,” Wong explained.

For example, a designer could start by prompting Flora to create an image of a flower. They could then request additional details, generating further prompts and variations, all of which are visually mapped on the infinite canvas. This setup also enables seamless collaboration, allowing clients and team members to contribute in real time.

While Flora is designed to benefit all artists and creatives, its initial focus is on visual design agencies. The team is refining the platform with feedback from designers at Pentagram, a renowned agency. Wong’s vision is to empower creatives to exponentially increase their output, much like how digital music production tools transformed the workflow of musicians.

Wong’s background spans both art and technology. Previously an investor at Menlo Ventures, he left after realizing he wouldn’t back himself as a founder. To change that, he enrolled in NYU’s Interactive Telecommunications Program, where he explored the intersection of art and technology.

Flora’s alpha launch in August included a unique demonstration of its capabilities—a live GoPro feed from Wong’s perspective, allowing website visitors to stylize the footage in real time using AI after signing up for the waitlist.

Despite enthusiasm for AI’s potential, Wong acknowledges the skepticism within the creative community. Many artists worry about AI’s impact on artistic integrity, especially given controversies like Pentagram’s use of Midjourney for a U.S. government project. Wong hopes Flora will appeal to the “AI curious” and eventually prove valuable enough that even AI skeptics will want to explore its potential.

Regarding ethical concerns about AI training on copyrighted material, Wong emphasizes that Flora does not train its own models but instead integrates existing ones, ensuring compliance with societal standards.

Determined to avoid flooding the industry with uninspired AI-generated content, Wong and his team even joke about making “anti-AI slop” hats. Instead, they aim to unlock new creative possibilities, likening their mission to how Kodak’s Brownie camera democratized photography.

Flora’s backers include a16z Games Speedrun, Menlo Ventures, and Long Journey Ventures, along with angel investors from Midjourney, Stability, and Pika. The platform is available for free with limited projects, with professional pricing starting at $16 per month.

Source